Guerrilla Marketing for Consultants
Breakthrough Tactics for Winning Profitable Clients
Chapter One
Why Consultants Need
Guerrilla Marketing
New business will be won only to the extent that the client believes that
the professional is interested, cares, and is trying to help.
-David H. Maister
For decades, consulting seemed like a dream job. The promise of
challenging, satisfying work and great compensation attracted legions
of smart, talented people to the profession. And consulting
grew into a global industry that is forecasted to be a $159-billion-a-year
market by 2005.
Businesses-inundated by successive waves of new technologies,
market shifts, and bold ideas-clamored for independent experts
who could help them implement complex strategies to keep up with
changes and embark on new ventures. The ranks of consultants
swelled, and consulting firms racked up record-setting profits on
high fees. Consulting became a serious business with a focus on making
big money.
A more recent sign of the times, however, is apparent in the title
of a semi ... read full excerpt from Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients ebook
